Research has recently discovered that 4 in 5 people in the UK are planning to go on holiday this year.

The research comes from Alfresco Life, gathering these key facts: 

• 4 in 5 are planning on going on holiday in 2023

• The consumer journey is complex; people are split between planning and spontaneously booking holidays. 

• However, despite the rising cost of living, travel remains a spending priority for half of adults. 

• Younger people are more concerned with the sustainability of holidays within the UK than other audiences. 

Every year, the trends with travel and tourism change slightly and shift- due to global circumstances, the public’s interest in certain topics (i.e sustainability) and financial circumstances. 

So, with these key facts in mind, the media planning team wants to discuss the trends for travel and tourism in 2023 and how that can be applied to the above figures for your brand’s advertising campaigns.

Things to consider:

• Despite the rising cost of living, travel remains a spending priority for half of adults: Because of this, we  can see that there is a huge opportunity for brands in this area to advertise and be top of mind.  In January of this year, Advantage Travel Partnership  reported a 75% rise in holiday booking sales since the start of the year over the same period in 2022. This just goes to show how much of a priority holidaying is to the UK this year, and for your travel or tourism brand- now isn’t the time to sit on your haunches. It’s time to push your offering, speaking to these adults that are prioritising going away.

   

• But the rising cost of living is still in affect you say: That is indeed a fact, but there are ways your brand can advertise with this in mind, still achieving your objectives. It is said that the travel industry can expect to see a shift toward budget-friendly holidays. According to ABTA’s 2022 Holiday Trends report, 35% of holiday-makers are opting for cheaper holidays to reduce costs, as a result of the current economic climate. This means you should include themes of being budget friendly, and value for money in your advertising as that’s what your fellow traveller will be keeping an eye out for. An advantage of this is also that people will be seeking out more value for money, those budget- friendly options, meaning that there's a huge opportunity for your brand to gain share of voice and loyalty. 

• Younger people are more concerned with the sustainability of holidays within the UK than other audiences: Sustainable holidays are an area of interest and priority for younger audiences,  so as a brand, you should consider communicating your  green credentials across areas that this audience will be frequenting.  

•  When it comes to booking holidays, people are split; some book in advance, others are more spontaneous: This requires a consistent, always on approach to cater for an ever-complicated consumer journey. Furthermore, 63% of 18-34s plan to take two or more holidays in the UK in the next 12 months vs 45% of all adults. This again shows the benefits of an always-on approach to your marketing approach in 2023.

• 4 in 5 are planning on going on holiday in 2023: With this huge number of people, there are aspects to consider within the figure. From remote working to hybrid format mixing in-presence requirements with working-from-home possibilities, we are seeing newly designed experiences catering to travellers seeking to work away from home. This trend is growing, and many of these travellers will be doing  blended travelling- as companies are even introducing work-from-anywhere policies making this possibility easier than ever. Leisure and business travel are now morphing into one big experience, blended travel. And travellers seek specific benefits when booking their upcoming travel plans, from transportation to lodging and restaurants to things to do at the destination. Make sure your brand is on board with this trend, and showcasing suitable offerings for those taking part in blended travel.

Overall, In 2023, travel companies should build new and maintain existing relationships with consumers. Travel brands will need to go the extra mile to capitalise on these trends, reaching and securing business from wider audiences.